Strategic Price Complexity, Shrouding, and Obfuscation and Its Impact on Consumer Behavior and the Customer Experience
Business Economics & Public Policy Department; Faculty Advisers: Katja Seim, Maria Ana Vitorino
This research looks at how complex pricing schemes and other marketing elements impact consumer behavior, specifically how consumers search for products, what products comprise their consideration sets, and how complexity impacts firms’ profitability.
Publications, Presentations & Awards
Seim, Katja, Maria Ana Vitorino and David M. Muir (2017), “Do Consumers
Value Price Transparency?” Quantitative Marketing and Economics, 15 (4), pp. 305-339. https://link.springer.com/article/10.1007/s11129-017- 9193-x